Send to KindleBulgaria: Eurovision 2027 Could Bring Bulgaria Up to EUR 70 Million in Economic Gains
Hosting Eurovision 2027 could bring Bulgaria between EUR 45 million and EUR 70 million in net economic revenue, according to a preliminary analysis by cross-border payment company iBanFirst. The estimate depends largely on how many foreign visitors arrive for the contest and how long they remain in the country during the event period.
The report suggests that the biggest immediate gains would likely be concentrated in the city chosen to host the competition. Hotels, restaurants, transportation companies, retail businesses, and entertainment venues are expected to benefit most directly from the influx of visitors and international delegations. At the same time, the broader long-term effect for Bulgaria would depend on whether the country manages to turn the global spotlight into lasting tourism and investment interest.
According to the analysis, Eurovision presents an opportunity not only for short-term spending, but also for a larger rebranding effort. “Tourism campaigns should promote not only the Black Sea coast, but also urban tourism, cultural heritage, mountain destinations and Bulgaria’s growing culinary scene,” the report notes. The idea is to position Bulgaria as a destination that attracts visitors throughout the year rather than only during the summer season.
The study points to examples from previous Eurovision host cities, where the economic impact reached significant levels. Research by the University of Liverpool and Amion Consulting estimated that Liverpool generated around EUR 64 million in net economic effect from hosting Eurovision in 2023. Malmö’s 2024 edition was estimated to have brought roughly EUR 39 million, while Basel’s hosting in 2025 reportedly generated close to EUR 97 million.
The hospitality industry is expected to be among the sectors that would benefit the most if Bulgaria stages the contest. Increased occupancy in hotels, higher restaurant turnover, additional transport demand, and stronger retail activity are all listed among the likely effects during the event itself. However, the report also acknowledges that there are critics who believe the economic benefits surrounding Eurovision are often exaggerated because much of the financial activity is concentrated within a relatively short timeframe.
Despite that debate, the analysis argues that Eurovision would offer Bulgaria something that is harder to measure financially but potentially more valuable in the long run: international visibility. “Hosting the contest would offer Bulgaria a rare opportunity to improve its international image and present itself as an integrated European economy capable of organizing a major international event,” the report states.
According to iBanFirst, the final outcome would depend on several factors beyond the contest itself. Public support, infrastructure readiness, transport connectivity, accommodation capacity, and a coherent long-term tourism strategy are all described as essential if the country wants to transform Eurovision from a one-time spectacle into a lasting economic advantage.